THURSDAY, 17TH APRIL 2025

Is there money in music? The harsh reality for Aotearoa artists

Making a living as a musician in Aotearoa has long been seen as a path reserved for the lucky few—those who achieve commercial success, land sync deals, or secure government funding. For most, however, the day-to-day reality is far less glamorous. It’s a grind, and even with a strong local fanbase or regional radio play, the question remains: can you really make money as a musician in New Zealand?

The short answer? It’s possible—but far from easy.

The Economics of the Scene

New Zealand’s music industry is vibrant, innovative, and culturally rich, but it's also small. With a limited population and relatively few live venues—especially outside of major centres like Tāmaki Makaurau and Te Whanganui-a-Tara—the opportunities for consistent paid gigs are slim. Even when gigs do come, they often don’t pay enough to cover travel, accommodation, or time spent rehearsing and promoting.

Streaming royalties are another sore point. With global platforms offering fractions of cents per play, most independent artists are seeing minuscule returns, even if their music is getting solid traction online. Merch sales, sync deals, and grants can help, but these avenues are competitive and often short-term solutions to long-term challenges.

And then there’s the time cost. Many musicians juggle full-time jobs, parenting, or study alongside their creative work. Music isn’t just what they do—it’s who they are—but being an artist doesn’t pay the bills unless you’re constantly innovating, hustling, and, more often than not, compromising.

The gig economy is fickle

While gigging was once the backbone of an artist’s income, the post-COVID era has made it increasingly volatile. Venues are cautious, ticket buyers are more selective, and production costs have risen. Regional tours are risky, and overseas showcases—often billed as crucial for export-ready artists—require significant personal investment, with no guarantee of return.

Collaboration is common, but that doesn’t always translate into shared income. Too often, musicians are paid in "exposure"—a word that has become an uncomfortable punchline in the creative industries. The romanticism of the struggling artist still lingers, making it harder for musicians to ask for fair compensation without being perceived as difficult or ungrateful.

A shifting landscape, with limited footing

The digital era promised to democratise music, opening new doors through streaming and social media. But these platforms are saturated, algorithm-driven, and reward content volume over quality. Going viral might help — but banking on virality is no business model.

Despite these challenges, some digital tools are opening new possibilities—and one platform in particular is helping to bridge the gap between artistry and income.

Musician Buddy is a new live streaming app built specifically for musicians, offering a unique and artist-first way to monetise your performances. Whether you’re a solo act, a full band, or a DJ, the app lets you perform live for paying customers—directly from your home, studio, or rehearsal space.

The platform connects you with an audience that wants to support independent artists, without the logistical barriers of venue bookings or tour schedules. It’s a chance to earn real money while building a community around your craft. And best of all—it’s free to sign up.

Musician Buddy doesn’t claim to be a magic fix, but it’s a powerful tool in a landscape that often feels stacked against musicians. It allows artists to turn their creative output into tangible income, without needing to rely on traditional gatekeepers or stretched local infrastructure.

Still, the struggle is real

The truth is, the business of music in Aotearoa remains a challenging one. It demands resilience, adaptability, and a willingness to wear multiple hats—songwriter, marketer, accountant, and sometimes, sound tech.

Support systems are improving, and the local scene continues to punch above its weight creatively. But for real sustainability, there needs to be a broader conversation about value—what we pay musicians, how we support them, and how digital innovation can help close the gap between passion and profit.

Until then, new innovations offer a much-needed shot at autonomy and income, especially for artists who are ready to connect with fans in new, more direct ways.

Because making music should be more than a labour of love—it should be a livelihood.